Her Job is to Prevent Me from Having to Examine This So Closely | SerpCtrl
2026-07-07·7min
Her Job is to Prevent Me from Having to Examine This So Closely
AIVibecodingweb development
Five Examples of the Lack of Judgment
They matched the color but lost the brand:Orthomol design is about restraint: one calm, consistent button that looks expensive. In this redesigned version, the exact same colors and shape were taken, but then orange, purple, olive green, and yellow outlines were scattered across all categories. The same hex codes. A completely opposite brand. A brand is its consistency, not a list of colors, and that is the first thing anyone who knows it would protect.
On the old website, "products for immunity" were placed in a separate category; in the new version, they are dumped together with all the others, thus effectively eliminating an entire specialized section from the website that was intended for a specific user segment.
They combined two different clients into one page:
They set up beautiful tracking that measures nothing useful: The website records an event with every click on "where to buy," attributing it to eighteen named pharmacies. Impressive, until the links dump you into each pharmacy's search results for the word "orthomol," without tracking individual products and without any link to an actual sale. One out of eighteen is tagged correctly. And the funnel works in reverse: no one discovers this product on this website – users buy it at the pharmacy.
They created a path that fails the people who buy the product itself: Look at what it is intended for: menopause, bones and joints, immunity, vision. The core client is a woman over fifty. Now look at what was delivered to her: a phone layout where the menu overlaps the page, buttons collide, contrast is weak, and "where to buy" dumps her into an unfiltered search next to men's products. They sell Orthomol AMD extra – a food supplement for age-related macular degeneration. They are selling to people whose vision is deteriorating on a website built as if everyone's vision is perfectly fine. For a woman after a miscarriage or during heavy medical treatment, such a search-dump result is worse than just clumsy. This is a health product brand. Someone needs to imagine what a real user feels and how they behave.
The privacy policy contradicts the website itself: The policy itself is thorough: it names the real data processors, specifies the legal basis for each of them, addresses EU-US data transfers, lists retention periods, outlines all data rights, and points to the regulator. It states in clear Latvian that analytical and marketing cookies only operate with your consent, that you can manage and withdraw this consent, and it directs you to a separate cookie policy. Then look at the website. The consent banner gives you no option to decline: "Accept" or keep it forever. A separate cookie policy does not exist; its link redirects to the contact page. They wrote that you can say "no," and never created that "no." Consent you cannot refuse is not consent, and the proof of this is not some outside opinion – it is stated in the terms of use of the page itself.
Above All: The Website is on a Domain with a Typo
Orthomol GmbH in Germany owns the correctly spelled orthomol.lv and uses it only to send you to their website or, in their words, to "our distributor in Latvia." The aforementioned website is a version without the letter "h" (ortomol.lv), managed by this distributor, M.A. Sales & Marketing SIA – the company responsible for getting Orthomol into our pharmacies. It is detached from the global brand, is not found in any of its language versions, and is invisible to the people who buy this product. I use this brand. I had never seen it.
So, who is responsible for this? Not the junior specialists who were given an AI tool and told to launch it. This falls on the person whose job is to know this brand and protect how it reaches us: the Latvian Distribution Manager, Dace Laukmane. The product is real. The brand is real. The documents are real. The failure lies in the fact that the experience built around these three elements was never tested by anyone who knows the brand or imagines the client, and AI in this case only created a competent visual frame, producing a semi-professional outward appearance.
I am one of her clients. Her job was to ensure that I would never have to look into it so thoroughly. Four hours later – here is where we are.
I Returned a Month Later
The celebratory post was still up. The website it points to has been active and promoted all this time – so any client who clicked on it in June, and anyone who clicks today, encountered one of its two versions. I wanted to know if anyone had looked into it.
Someone had. And I want to be honest, because part of what they did is really good.
They fixed the address issue, which I would have fixed first: Previously, each page quietly reported to search engines that its real version was located at a slightly different address than the one you were on. Now, each page correctly points to itself across the entire website. This is invisible to you and me, and it is the single most useful technical step they could have taken. They did it. Truly, well done.
They stopped making a claim that the law does not allow: The immunity product page used to be called, in direct text, "for strengthening immunity" – a promise that a food supplement is not allowed to make. It is gone.
They sorted out the cookie page: It previously cited an analytics tool that lost support in 2017, and the website now scores significantly better on Google's engineering checklist than before – up from 58 points out of 100 to 77.
If you assigned this to junior specialists with AI, and they returned after a month having done this, you would be satisfied. Therefore: credit where credit is due, and I mean it seriously.
Now let's analyze what is not fixed and what was not described in the first round
Ask the website how much Orthomol Immun costs, and you will get three answers: The code that communicates with Google says €46. The new price window they added to the page says €41.50. At the pharmacy, they charge me approximately €63. None of them match – and the cheapest, most compelling number is the one that no human ever sees. They had an incorrect price; they added a second incorrect price next to it.
It still reports to Google that it has a perfect rating of 5.0 from 11 reviews: There are no reviews. Now a page has been created for them. It is empty.
The author of the health articles is still listed as "Orthomol Latvija": Not a doctor. Not a pharmacist. Not a human.
The buttons are still a rainbow of uncoordinated colors. On a phone, "where to buy" still dumps you into the pharmacy's own search results.
And the broken promise is not fixed: A month later, the cookie banner still offers you two choices – "Accept" or "See more" – and no option to decline. They worked on the cookie settings this month: they rewrote the cookie page, they changed how the tracking loads. Their hands were right on that panel where the decline button is located, and they still skipped it. The privacy policy still promises a "no" that the website still does not allow you to choose.
That is the honest verdict a month later. They raised it from a complete failure to mediocrity, and they deserve credit for the work done. But mediocrity is not good enough – certainly not for a brand whose clients buy it for their bones, their eyes, their intimate health.
Disclosure
I am a long-term Orthomol client; I buy it in Latvian pharmacies, just like the people around me. The studied company M.A. Sales & Marketing SIA is the authorized distributor responsible for the availability of Orthomol in these pharmacies and manages the discussed website. I have no commercial relationship with this distributor or with Orthomol GmbH, no one involved me or paid me for this analysis, and SerpCtrl has no interests in the food supplement or pharmacy market. SerpCtrl operates under SIA Cyber Unicorn (Latvian registration number 40203002129) and provides SEO audit, monitoring, and managed services. I found the website thanks to a public LinkedIn post and studied only what is publicly available. I first checked it on June 1, 2026, and re-checked the live website on June 30, 2026; both visits used only public sources, and every change reported in the second visit was independently verified before it was described in this study.
Methodology
Publicly available sources only: the live website and the code it provides to any visitor (HTML, CSS, Google Tag Manager container, robots.txt, XML sitemap), the published privacy policy, the website footer and its legal pages, public .lv WHOIS records, public Cookiebot consent mode configuration, Google PageSpeed Insights, the canonical orthomol.com stylesheet, the official orthomol.lv gateway page, and Internet Archive snapshots of the previous website. No private data, account access, or personal data were used or collected. The only named person is identified solely in her public professional status as distribution manager; private individuals are not named. Google guidelines are cited from Search Central guidelines on moving websites with URL changes, current for 2026. Consent points refer to the EU GDPR (General Data Protection Regulation) and the ePrivacy framework, as well as EDPB and CNIL guidelines current for 2026.
Any factual error must be reported to admin@serpctrl.lv; we will correct it and publicly note the correction. The June 30 re-evaluation repeated the same public source method – live HTML and code, Google Tag Manager container, robots.txt, sitemap, privacy policy, Cookiebot configuration, and a new Google Lighthouse mobile run – and independently confirmed every reported change. Google real user performance data (CrUX) could not be obtained during the re-evaluation, so no page-level performance scores from the first visit are restated as current. The consent dialog configuration is geographically restricted to EU visitors; the lack of a consent refusal option was confirmed from within the EU both on June 1 and on June 30, 2026 – on both dates, the banner offered "Accept" and "See more," with no option to decline.
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